A cross-cultural study of the world wide web and public relations

Purpose - The purpose of this study was to compare major corporations' web sites both in the USA and in South Korea to identify the differences in features posted on their home pages and to examine the relationship between the features and the theoretical public relations model. Design/methodology/approach - Content analysis of two countries' 30 corporate web sites based on Grunig's public relations model. Findings - The two countries' corporations predominantly practised press agentry and a public information model from the perspective of a public relations theoretical model. In general, US corporations post more promotional and informative information related to products or services than South Korean corporations. Research limitations/implications - Future studies of the world wide web should be extended to public relations practitioners, who are making and maintaining the web sites. Practical implications - It appears that many corporate home pages, in both countries, have not made use of the powerful tool of two-way communication for monitoring what others are saying about the corporations, since most corporations are more likely to focus on displaying one-way promotional features than on building relationships between organizations and their public. Originality/value - Although the world wide web is a new communication medium, it appears that public relations practitioners still see media relations and image building as the most prominent responsibilities of public relations.